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Laura Alese - Federturismo Confindustria

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Programmi fedeltà, Cartafreccia e Club Yo si alleano per offrire piu’ vantaggi ai soci

🚀 Trenitalia's loyalty program, CartaFRECCIA, partners with Club Yo of iryo, a high-speed rail company in Spain partly owned by Trenitalia. The partnership allows CartaFRECCIA members to use points for iryo gift cards and vice versa. Future plans include point conversion between the programs, enhancing travel experience personalization, as emphasized by Trenitalia's Marketing Director, Mario Alovisi, and iryo's Customer Experience Director, Pep Manich. More information is available at www.fsitaliane.it.
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Turismo, Santanchè: “Alta partecipazione a bandi di formazione, Ministero ha colto esigenza settore”

🏖️ Italy's Ministry of Tourism received 112 applications for training grants, indicating a sector need for professional growth. The national call for tourist guides approaches 20,000 applications. Minister Daniela Santanchè highlighted this as proof of the tourism industry's need for new growth and innovation tools. Specifically, 38 applications were for the "Fund to Increase Professional Level in Tourism" and 74 for the creation of a National Strategic Polo for High-Level Tourism Training. For more details, visit www.ministeroturismo.gov.it.
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  • 3 min

The Data Appeal/Almawave: la Fontana di Trevi è l’attrazione culturale più recensita

🎭 Italian cultural tourism shines in 2025, with top visitors from Italy (34.8%, down 1%), Germany (6.8%), France (6.1%), UK (4.5%), and Spain (4.4%). Couples make up 45%, followed by families (29%), groups (14%), and singles (12%). Digital footprint dropped by 14% in 2024, from 10.7 million to 9.2 million pieces of content. Trevi Fountain's new walkway, opened in 2024, attracted 14,000 in its first weekend, collecting €4,600 for charity. The Museo Leonardo da Vinci in Florence outperformed known institutions, doubling its digital footprint in 2024. General sentiment for Italian cultural offerings scored 86/100, with cities like Florence, Milan, Rome, Venice, and Naples exceeding 90/100. Despite a slight dip in 2024 saturation, direct booking rates increased by 6-7%.
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The Guardian: le località italiane da non perdere nel 2025

🏖️ The Guardian promotes Italy as a top holiday destination for British tourists in 2025, highlighting its culture, art, and pristine landscapes. Must-visit places include the newly opened LETS museum in Trieste, Gorizia as the European Capital of Culture 2025, Agrigento's Valle dei Templi, and renowned art cities Rome and Florence with 'Munch: The Inner Scream' and Tracey Emin's exhibitions, respectively. The Cilento coast, Elba island's Grande Traversata Elbana, family-friendly Basilicata with Matera and Pollino National Park, and the untouched rural areas of Sardinia are also recommended.
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RisposteTurismo/Enit/Cushman&Wakefield: anticipazioni sul report Shopping Tourism con un focus sul mercato statunitense

🎯 Italy is discussed as a shopping tourism destination at the 8th edition of Shopping Tourism forum organized by Risposte Turismo with Enit on February 28. Italian shopping tourism represents about 2% of total tourist arrivals, with high spending capacity. Outlet commercial space reached 750,000 sqm in 2024, a 4% increase from the previous year, and is expected to grow by 7% in 2025 with a new outlet in Rome. Via Montenapoleone in Milan leads in annual rental values at about €20,000 in 2024, up from 6th place in 2014. Over 70% of American shopping tourists travel more than once for shopping, with 31% doing so four or more times. 45% of these tourists also travel for special events like fashion weeks or Black Friday. 65% of U.S. tourists are interested in guided artisan workshop tours, while 61% are interested in food and wine product workshops.
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Holidu: Maratea prima città con meno di 50.000 abitanti più ricercata online

🏖️ Holidu's research identified at least 30 Italian towns with less than 50,000 inhabitants as the most searched online. Maratea, Basilicata ranks first, followed by San Vito Lo Capo, Sicily, and Positano, Campania in third. Maratea leads with over 111,000 monthly searches, San Vito Lo Capo has over 92,000, and Positano nearly 91,500. Positano and Portofino are among the priciest with average nightly rates of €814 and €423, respectively, while Peschici and Scilla are more affordable at around €101 and €128 per night.
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TrainlineTravel Trend/SWG: nel 2025 si preferisce il treno all’insegna del “mindscape”

🚂 Italians rediscover the joy of slow and mindful travel, according to Trainline's "Travel Trend 2025" report, with 88% prioritizing well-being in their travel experience. Mindscapers value the freedom to engage in activities (58%), peaceful landscape views (35%), and a sense of relaxation on the train (16%). Trainline bookings for scenic routes, historical and night trains increased by 17%. Half of Italians chose train over plane, 68% over car in 2024, with a 5% rise in environmental consideration since 2023. Leisure train travel grew from 22% in 2023 to 26% in 2024, with 83% preferring city escapes, 74% scenic train journeys, and 71% international train travel. Young generations, especially Gen Z, prioritize sustainability in mobility.
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ETC: nell’ultimo trimestre del 2024 gli arrivi stranieri in Europa sono cresciuti del 6,7% circa, ma le prospettive per il futuro sono incerte

🏖️ European Tourism Commission (ETC) reports a 6.7% increase in foreign arrivals and a 4.8% increase in overnight stays in Q4 2024 compared to Q4 2023. Tourists spent 7.8% more in 2024, reaching €705 billion, driven by Western Europe. ETC notes off-peak travel is popular for its value, with consistent levels even during shoulder (Sep-Oct) and winter seasons. However, summer extremes and fewer travelers affected travel patterns. Southern European tourism slowed, while Northern Europe saw a rise due to natural attractions like the aurora borealis. Q4 2024 saw slower performance in Southern and Mediterranean destinations, but Italy reversed the trend with a 5.9% increase in arrivals and 10% more overnight stays compared to Q4 2019. Iceland became the fastest-growing winter destination with a 14% increase in arrivals from 2019. Extreme weather events impacted travel, causing delays and cancellations across Europe. Valencia's severe floods in November and December reduced Spain's arrival growth by 4.2% and 6.3%, respectively. Long-haul travel to Europe remains 5% below 2019 levels, largely due to slow Asian recovery, particularly China, which is 39.6% below pre-Covid levels. US transatlantic travel aids the post-pandemic recovery, with 22 out of 27
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La Presidente Lalli alla Bit al convegno di Anav “Bus turistici e ZTL: una convivenza possibile (?)”

🚠 On February 10, at the BIT convention titled "Tourist Buses and Limited Traffic Zones: A Possible Coexistence (?)", a report revealed the increasing complexity and costliness of regulations for tourist buses in both large and small cities. These restrictions have hindered the development of collective road tourism, especially in cities like Rome, Florence, and Venice, where bus tourists paying triple compared to other transport modes due to a uniform accommodation tax. Federturismo Confindustria President, Marina Lalli, emphasized the need for a new approach to promote and regulate bus access to urban centers. A decree from the Ministry of Infrastructure and Transport to standardize and cap ZTL (Limited Traffic Zone) tariffs and a single portal for ZTL rules and rates across Italian cities were suggested as solutions.
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